What is Pay Per Click in Digital Marketing?
Pay Per Click (PPC) is a digital marketing model where advertisers pay when their adverts are clicked on. The term Pay Per Click comes from the process, pay as and when a user clicks on one of your adverts.
This is paid advertising used by companies to boost their visibility and increase visitors to their websites. It is important to note that you only pay when your advert is clicked on by an interested party. It means you are paying for website visitors. There are a number of platforms that offer PPC including Google Ads and Facebook Ads.
It is a cost-effective marketing opportunity for businesses, as the fee paid are a nominal amount when compared to the profit you can make from one visitor. This type of marketing helps to improve brand image and visibility, providing you with almost instant results and a greater reach. Your advert gets more exposure compared to unpaid marketing. PPC offers numerous benefits including:
The keywords you select are the most important part of any effective pay per click campaign for digital marketing. When a customer searches the internet for a product or service you provide, they use a keyword in the search bar. Once they have entered their search keyword, adverts start appearing. When the customer clicks on an advert that meets their needs, the advertiser pays a small fee to the advertising platform.
The keyword you select should be ones that rank high. You will need to carry out keyword research and analysis to identify the best keywords to target in your PPC campaign. Pay Per Click advertising is excellent for advertisers and digital marketers helping to increase reach, attract attention, enhance visibility, and boost website traffic. When it comes to creating a digital marketing strategy, many agencies include PPC as one of the main tools for success, as it offers an excellent return on investment.
There are two types of pay per click models you need to be aware of; flat rate and bid based models.
Flat rate models have fixed fees. The advertiser pays a fixed fee for each click. The rates do vary and the platform decides where the advert is placed. This is a common model, as it is cost-effective, as the platforms are often open to negotiations, especially for longer term contracts.
Bid based models are one of the methods you have probably heard about. You set a maximum bid per advert that you are willing to pay. When a person searches for a product or service, the platform runs a secret auction behind the scenes, taking the advert quality and maximum bid into consideration. The bidding continues until the publisher agrees to a bidding price.
The bidding price is often based on the quality of the advert. High quality adverts can secure top positions, while still paying a slightly lower fee. The final winner is the advert that will appear at the top of the results.
Pay per click is ideal for a wide variety of businesses including:
Pay Per Click adverts come in a variety of shapes and sizes. These include:
Search ads are probably the most well-known form of PPC. How often have you done a search on Google and been given a page of results that include sponsored adverts and then organic results? PPC ads are the sponsored ads. The great thing about search ads is that you attract qualified traffic. Your advert only appears when someone is already actively searching for a product or service you provide.
Display ads are displayed to customers or users who have visited your website in the past. They are displayed to encourage purchasing. Display ads appear on websites that your potential customer visitors.
These are adverts you may experience when you are watching a video on Facebook or YouTube. These ads are shown before, during, or after a video. They are often considered annoying to customers. One of the benefits of this type of PPC advertising is that it ensures your business gets the brand visibility you need.
Social ads are ads that appear on social media networks, such as Facebook. This is the next common platform after search engines. These days just about everyone has at least one social media account. Social ads appear in the users feed when they are browsing their favourite social media platform.
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